How To Beat Lower Priced Competitors

Imagine if...
your sales force differentiated your product or service enough so that your value would be understood and your margins would remain steady.


There are two kinds of consumers: those who buy on the basis of price and those who are partial to value. When you are selling against a lower-priced competitor, you have two choices: discount or differentiate. Offering a discount is easy, which is why sellers resort to it. Unfortunately, discounting reduces your margins and makes you vulnerable to further price drops from the competition. While differentiating can be a tad difficult, it tends to keep your margins steady while locking out competitive threats.

Our Strategic Selling Solutions can eliminate competitive threats by using various differentiating techniques. What we can do is highlight elements of your product or service that the competition's product lacks, so that the customer sees that feature as a "must-have". This will help justify the higher prices to show that what you have to offer is of higher quality. Also, we can assist in making sure customers understand it’s easier to purchase or get support from your company as compared to the competition. It’s far more difficult for your rivals to beat you at your own game.

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  • "Imagine learning without being taught! That is the experience I have had each time I've worked with Marc. His uncanny ability to teach through storytelling sets him apart from the traditional workbook style sales training platforms because he weaves in foundation-building skills with contemporary relevance. Salespeople are emotional creatures and while we need to know our product, our job is much more than spewing product specs to our clients. Marc's programs are indeed structured uniquely for each client and his follow up is seamless. It's easy to experience a sample of his narrative genius...simply call him and start a conversation. You may be amazed at what you learn about your organization."

    - Ed Levy, Edventure Promotions

  • "Marc has a unique style that is both direct and informative. His ability to read the needs of people and programs associated with selling is uncanny."

    - David Ferraro, Vice President, Carris Reels

  • "Selling That Works' focus is on the development of your people resulting in increased sales and profits."

    - Jim Hunter, Vice President of Supplier Services, IMS Americas

  • "Marc’s knowledge of basic selling skills and fundamental methods and the engaging way that he presents them to newly promoted line salespeople insure that they retain and use what they have been taught and face new assignments believing they can succeed."

    - Michael A. Harris, Aftermarket Sales and Strategic Alliance Manager,
    Joy Global Underground Mining

  • "Matching our customers' needs with our company's capabilities, while working with the final decision maker, has quickened our sales cycle and led to record growth for our organization."

    - Tim Richardson, Vice President Sales and Development, United Displaycraft

  • "I wanted to thank you for what I believe to be by far the best Sales Training Course I have ever attended. Your course offers an efficient and professional method for successful selling. A complete professional plan that helps each salesperson differentiate themselves from the competition in today's marketplace."

    - Danny Williams, Sr. Account Executive, Vertis Communications